In a world where disabled people and para-athletes face many challenges and are often overlooked by the government and society, Lidl Slovenia found a way to make a difference. We formed a socially responsible partnership with Slovenian Paralympic Committee several years ago with a vision to create a better world. Together we support the development of para-sport in Slovenia, thereby raising awareness of the importance of equal opportunities and social integration of disabled people. Through years of cooperation, we have jointly developed the Become an Athlete program, which encourages young people with disabilities and their families to take an active part in sports activities.
So the question is – how to raise awareness about para-athletes and their achievements? And on top of that, how to emphasize the understanding that our bodies know no limits, only our minds do?
The answer is: with a long-term integrated campaign that’s so provocative yet so powerful and empowering at the same time that can move people and sink the message even more profound in their subconsciousness.
Lidl Slovenia and Slovenian Paralympic Committee launched an integrated 4-phase campaign, “I’m missing nothing,” that raised awareness about para-sport by 330% and the level of Lidl Slovenia’s para-sport sponsorship awareness for almost 100%.
More important than the results is the fact that the campaign effectively addressed the public and thus reached young people with disabilities and their families, which we believe will strongly motivate this target group to join the “Become an Athlete” program in the future.